SEO Service, What should I expect?

Chris: No, it’s the first minutes of the podcast. It’s like when they first listened — like so far we haven’t even covered much information, so we should hurry up and do it. Darren Booy, on a chat as we’re preparing for the podcast last week, so that didn’t happen asked that we talked about managing expectations for SEO clients. Paul: Okay. Chris: And I thought that would be pretty good for you to handle. Paul: I would say — well yeah, we’ll start that. Managing expectations for your SEO clients, people — SEO still a lot of smoke in the mirror, so a lot of people say they don’t understand it and you’re going to have to educate them as to exactly what it is. Telling someone, “Yeah, I can get you on the first page of Google.” “I can do this.” “I can do that.” You know people are going to get charged up and yeah, and this and that. So I think it’s important to really say “Yeah, you’re not going to be on the first page tomorrow.” Chris: Tomorrow, yeah. Paul: And we always tell that to everybody. You’re not going to be on the first page tomorrow, you’re not going to have butt-loads of business tomorrow. This is something that takes time to develop and I think it’s important to explain that to people upfront. “Hey, don’t expect this in 30 days.” It’s going to take time to develop that relationship, to build those links, to have that quality content and people need to understand that this is an investment for your website for the long term, right? You know I think if you explain that to people upfront they’ll get it and they’ll understand but if you don’t, then you’re in a situation where they’re like “Hey, well why isn’t this?” Or “Why isn’t that?” But now you can say, “Hey remember we talked about this. It’s 30 days, 60 days out, you know 90 days.” But remember once you’re there and you’re optimizing, you’re going to be there unless somebody optimizes you. So remember this is for the long haul, you know explain that to all of your clients, make sure that they understand it and then that will help — it’ll help your relationship as it continues on. And then once you’re on the first page they’ll pretty much take your advice for everything. They see the business that’s coming in. “Hey, whatever you need — all right, done here’s a check, sign it.” Chris: Well, I think I’ve got two points I can add to that. You know one of them is we always provide reports. And a lot of SEO people out there will actually just automate an e-mail going out as a report typically because SEO is most typically a monthly service. You have a client on a credit card and people will just say, “Okay, this is great! It’s totally automated. My credit card system charges their credit card, my Google Analytics sends them an e-mail, my keyword position tool will actually sends them an e-mail too, so everyone how could we be happier?” And our answer to that is well, send a paid invoice and send a full-color report because people don’t read e-mails, we’re at least glance at a full-color report. And we actually mark up by hand our full-color reports because that’s an indication that we’re actually working and looking at the reports for our clients, so I think that’s one. The other one is just for instance Houston Appliance Repair, he stopped doing a particular campaign that was actually working okay for him and he came in and then we started talking about SEO and that’s what he was interested in. So I got him onboard with SEO and then I said, “You know that’s SEO and you just ended a campaign that was working for you yesterday, we need to get started on getting your business as soon as possible. And to do that we really need to do Pay-Per-Click, so you need to effectively match that budget with Pay-Per-Click so that we can get some business going your direction.” And so it’s really kind of a holistic approach that gives you that ability to I think manage the expectations of the clients. Paul: Probably a good example of managing expectations. Chris: He also asked about our privacy policy and we said, “A privacy what?” Today I was listening on the way in to — I think it is the director of the Houston Symphony. And by the way if you guys don’t know, Houston has a symphony. Actually, we have all the major arts, which is pretty cool. And he’s new and they asked him what he thought of Houston and he said, “Well Houston is actually — he is from Philadelphia I think. “Houston is actually a world-class city. It has got you know world-class arts, it has got world class parks.” And I was like, “Yeah.” “And they have a world-class podcast.” It’s the SEO podcast. Paul: That’s what’s up. Chris: We have a listener in Stellenbosch, South Africa which is not too far from Cape Town and Georgetown. Here’s a good one, here’s your test for geography. It’s Guiana. Where is Guiana? Paul: Africa. Chris: Wrong! Paul: Well, it just depends British Guiana is in the Caribbean. Chris: Yeah, good job, good job. Yeah. Paul: A shoutout to my homeboy, Collin Baum. He’s from British Guiana. Chris: Oh, that’s cool! That’s cool. All right. Oh, and I wanted to get this last thing here. This is from Gareth Perkin also, on our Facebook page, “Hey Paul, Chris and Chuck. I’ve noticed a few websites, competitor sites, rank really well yet they break all the SEO rules. You guys say not to do keyword stuffing et cetera. They’ve been doing it for years and still rank well; A kick-ass podcast by the way. I crack up when Paul said “Don’t be a douche” regarding flash lights, I was doing a flash app at that time.” Well, there’s a couple of things to say here. One, if they’re really doing some obviously black hat. You know keyword stuffing is — you could probably call it “gray hat,” but black hat like if they’re showing one result to the Google bot in a different result to the Google user, then you can actually report them. There’s a way to report them. You could try and report these guys for what they’re doing already. And think about what we’re always saying, is it providing a bad experience to the Google user? If you really believe that and it’s not just because they have a bad service or because they’re a competitor, it might be worth reporting. Otherwise, you know what we tend to do if somebody is outperforming us is understand what they’re doing and do it better. You know use some of what they’re doing. Do it better, do it more intelligently and you know learn from people who are placing well. Paul: Here’s what I would say — eventually they’re going to get caught. I see this all the time, people are keyword stuffing, stealing content. We’ve seen someone actually scrape our — not scrape, copy our content and then ranked really well. Don’t ever do it for a client, don’t ever do it for your main site. But hey, if you want to build a micro site and black hat that sucker all the way then knock yourself out, but I’d never say do it for — never do it for a client and don’t ever do it for your main branded website. Chris: That can be a good way to kind of learn or push the envelope and learn stuff and understand at some point, it is probably going to get banned. Paul: Yeah. Chris: Especially if you let me know what it is and I’ll report it. [Laughter] Chris: All right! We’ve got some information here. Let’s bring out Charles. Charles is actually just in from Baltimore. He was over at a big advertising firm. He’s going to tell us a little bit about that and he was giving a presentation. He did a little bit of SEO rapping over there so… Paul: That’s what’s up. Chris: Yeah. Paul: I’ve got some news man. Chris: Uh-oh. Paul: I’m sure you guys know about this. Facebook got busted this week, right? Facebook was doing a smear campaign on Google and they called it “A whisper campaign” because they weren’t blatantly going out and saying, “Google sucks.” But they were kind of slowly walking over to major media sources and saying, “Hey Google sucks, you should print that.” They got caught, right? They went out to a PR firm and — Chris: You stole his Blank Stare News. Paul: Oh man, go ahead dude. My bad, go ahead. So go ahead, finish it up Chuck. Chuck: Okay, well we’ll rewind it for a second and give them a blank stare here. [Blank Stare] Paul: Ooh, that was good. Chris: Yeah, that was a good one. Paul: That was one of the better ones. Chuck: Yeah. Well, what they did was — Chris: It’s a shame some people are just listening and don’t actually get to see that blank stare. Chuck: Yeah, yeah. Well, shoutout to the five people that are watching. Chris: Woo-hoo! Chuck: Yeah. So check it out. So yeah, not only were they whispering to these other people about put out some bad pub. They went and hired — you know they hired a PR person, a real big PR company. Paul: A huge PR firm. Chuck: Yeah, the same PR company that was handling Hilary’s Presidential ‘08 campaign. Paul: Oh, wow! Chuck: Yeah. Chris: Good sized. Chuck: Yeah, good size and they were going out — they contacted the top blogger, basically told the blogger, “Look we got some data, you should post about it, and we’ll guarantee that your posting is up on top 10 posts” and stuff like that. The blogger came back at them like, “Well, who’s paying you all to do this?” They said, “We don’t want to release no names right now, but it’s a big deal, you should do it.” The blogger declined and not only did he decline but turned around and posted the series of e-mails. Chris: He called the WikiLeaks side. [Laughter] Chuck: Yeah. Chris: “Don’t make me WikiLeaks this conversation.” Chuck: He posted all the e-mails so Facebook — yeah, blank stare to you. Get it together. Get it together man like it’s not that serious, you got a grip on social already. Google has attempted social several times and have failed. And so which leads me to believe that this new social circle that Google is doing maybe it got some value to it. Paul: Yeah, may it’s got something unique to it. Chuck: Yeah, that they know about it, that we’re not fully aware of yet. Chris: Well, we know — I mean Google has the data, right? If they the put the right marketing campaign, they really should be able to build a lot of momentum. You know I was thinking last night, you know Google created their own group on, but I think forever or at least until they really spend some serious bucks on marketing, it’ll be known as Google’s Group On. Chuck: Group on. Chri
s: It’s not going to be known as X or whatever they call it. Paul: Well, everyone. That’s true for Google offers. Chuck: Yeah. Paul: In Facebook deals, everyone is going to call it Group On because they’re the first one branded. Chris: It’s branded. Chuck: Yeah, just like Coke. Chris: Yeah. Paul: There you go. Give me a Coke. Chris: Well, you know that is in the south. You know up north, actually there’s a — Paul: A pop. Chris: Yeah. Paul: Yeah. Chuck: Yeah. Chris: There’s a different — Paul: Yeah, that’s a — Chuck: I mean that’s just how it is, Kleenex. Chris: Exactly. Paul: Yeah, give me a — Chris: Kleenex.

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